NEWS

The Folio Society, publishers of beautiful, illustrated edition books of the world's literary classics (including the hobbit illustrated edition), has appointed Total Media to handle its media account, following a competitive pitch.

Total Media has been tasked with growing The Folio Society brand and market share in the rapidly changing publishing market. Increasing price competition, shifting online demand, the rising popularity of ebooks and a culture where paperback books are cheap and disposable present the Folio Society with considerable challenges, which Total Media’s strategy will seek to address.

Targeting the difficult to reach 35+, ABC1 audience, Total Media’s strategy aims to build a pool of prestigious book lovers by broadening The Folio Society’s customer base, driving a deeper emotional connection of nostalgia and clearly differentiating the brand from the broader book market.

The integrated campaign will launch in the autumn and use a variety of media to engage and extend its target audience, including advertising and media partnerships in prestige press titles to drive awareness and recruit broader book lovers. The brand message will be integrated with online virtual book communities, Facebook and Twitter to build a dialogue and extend the campaign’s reach. Search, direct mail and digital advertising activity will be used to increase sales through incentives and reader offers.

Toby Hartwell, Marketing Directorat at The Folio Society said: “For over 60 years we have been producing beautiful illustrated edition books, and now – more than ever – with the book publishing industry in rapid change, there is an audience for collectible books that are outstanding in both their literary content and physical form. The challenge for The Folio Society is reaching and communicating with this discerning group. Total Media have excellent experience in the publishing sector and will help us with a media strategy that unlocks this great opportunity.”

Lucas Brown, Partner at Total Media said: “There is a notable difference between reading enthusiasts and people with book collections. The Folio Society’s books take pride of place on the bookshelf and are treasured purchases that are kept for life. Our integrated media strategy will engage relevant online communities, tap into their passion for beautiful literature and deliver fame for the Folio Society through new and traditional media.”